Uber says that passengers in San Francisco can now use its app to summon a ride in a car that can drive itself.
While Wednesday's launch may set the tech-steeped city abuzz, it could also antagonise California regulators, who require permits for testing self-driving prototypes in public.
Uber interprets the rules differently, arguing it doesn't need a permit because a human still needs to be behind the wheel, monitoring the technology and ready to seize control.
The move into Uber's hometown builds on a public pilot program the company started in Pittsburgh in September.
In San Francisco, Uber is deploying a "handful" of Volvo luxury SUVs that have been tricked out with sensors so they can steer, accelerate and brake, even decide to change lanes.
